According to a recent article in Trade Show Week, the number of people attending trade shows is down, while the number of people exhibiting is up. On the surface that looks like more exhibitors competing to convert fewer prospects.

Even though marketing through trade shows is a relatively high stakes endeavor, major shows such as the upcoming ISSA/INTERCLEAN® North America 2009 can still be a huge payout to exhibitors who know how to manage the opportunity correctly.

Seasoned B2B specialists at Wordsworth advise companies that want to stand out from the crowd to begin PR work months before the show, then shift tactics to the trade show floor, and continue efforts even after the show concludes. And they should know. Members of Wordsworth’s B2B team are veterans of many trade show battles, from this month's Windpower 2009 show in Chicago and the Building Service Contractors Association International show, to the International Hotel Motel and Restaurant show in New York and the National Restaurant Association show.

The secret of why some exhibitors succeed while other get lost in the shuffle involves syncing traditional trade show programs with a variety of powerful, new marketing tactics that draw on video, podcasts, blogging and Twitter conversations.

So while the audience may be decreasing and the number of exhibitors increasing, if engaged properly trade shows are definitely worth the investment. To learn more about Wordsworth’s approach to trade shows and see examples of previous trade show work, please visit the following FTP site:

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